Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda

Sharma, Ajai Pal

doi:10.1111/ijcs.12722

Cited by 169 publications

(142 citation statements)

References 204 publications

(257 reference statements)

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“…The results of this study are expected to be able to help marketer to understand the factors that affect consumers to purchase green product or carry out green purchase behavior, thus they can build a strategy in order to respond to this condition. This study also fills the research gap and respond to the recommendation from the study from Clayton et al (2016), Thomas et al (2016), andSharma (2021) that there is a need to understand and drive consumer behavior on green marketing, which also include green purchase behavior while paying attention to the environment.…”

mentioning

confidence: 82%

“…The second antecedent of green purchase behavior is green brand. Green brand can be understood as a brand that is associated by consumers with environmental conservation and sustainable business practices (Sharma, 2021;Sarkar et al, 2019). González-Rodríguez et al (2020) explained that green brand can also be referred to as brand association that fall into the unique category, as its function is to attract consumers to become more aware of the need to protect the environment and maintain it in order to get a unique selling value for a product.…”

Section: Literature Review Theoretical Backgroundmentioning

confidence: 99%

“…Other than green knowledge, green brand can also predict the increase of green purchase behavior. The knowledge of green brand and the value that will be perceived when consuming green product can have an influence on consumer attitude and behavior in purchasing an environmentally-friendly product (Sharma, 2021;Suki, 2016). Furthermore, besides green knowledge and green brand, another factor that can influence green purchase behavior is the willingness to be environmentallyfriendly.…”

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confidence: 99%

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Antecedent of green purchase behavior: Cases of Indonesia

Suganda

Theresia

Wijaya

2022

IJBES

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The use of a product that is not environmentally friendly has become a crucial issue in preserving the environment. The waste from marketing activities, such as plastic waste, is currently becoming a threat to the environment and the economic sector. Companies must understand this problem and respond to it by providing products or services that can minimize environmental damage. The purpose of this study is to examine the influence of green knowledge, green brand, and willingness to be environmentally friendly toward a green purchase behavior. The object of this study is consumers in Bandung City, Indonesia, who have the experience of purchasing environmentally-friendly products such as eco-bag (shopping bags) as a means to minimize plastic waste. This study uses a quantitative method with explanatory research. The samples are taken from 125 respondents who were collected in three days in different places. The results of this study indicate that there is a quite high influence of green knowledge, green brand, and willingness to be environmentally friendly in explaining consumer purchasing behavior. This study provides the implication that in order to increase the purchase of green products, companies need to educate consumers regarding the benefits of using an environmentally-friendly product and provide a brand image that can support and promote green marketing.

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mentioning

confidence: 82%

Section: Literature Review Theoretical Backgroundmentioning

confidence: 99%

mentioning

confidence: 99%

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Antecedent of green purchase behavior: Cases of Indonesia

Suganda

Theresia

Wijaya

2022

IJBES

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“…Attitude captures consumers' evaluation of perceived benefit and cost implications of green products consumption [23]. Previous green marketing studies have noted that consumer attitude toward green products or services significantly influences green purchase intention [1,12,13,24,25].…”

Section: Theoretical Framework and Hypotheses Development 21 Green Knowledge Innovativeness And Attitudementioning

confidence: 99%

“…Many earlier studies have identified numerous factors affecting consumers' green attitude and purchase behavior [1,[9][10][11][12][13][14][15][16]. In the financial services sector, however, there has been little research on the factors influencing green consumption behavior, with notable exceptions [8,[17][18][19].…”

Section: Introductionmentioning

confidence: 99%

What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach

Kim

Son

2021

Sustainability

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The purpose of this research is to examine the factors affecting consumer attitude within the context of green credit card services. Specifically, this research examines (1) the effect of individual characteristics (i.e., green knowledge, innovativeness) on attitude toward green credit card services; and (2) the mediating role of self-accountability and the moderating role of regulatory focus in the relationships. With a sample of 1000 green credit/debit card users, structural equation modelling and moderated mediation analyses were implemented to investigate the relationships involving green knowledge, innovativeness, self-accountability, regulatory focus, and attitude. The results indicate that (1) while the effect of green knowledge on attitude is not significant, innovativeness has a positive impact on attitude; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude; and (3) regulatory focus moderates the relationship between self-accountability and attitude, such that the positive relationship is stronger for consumers with a prevention (vs. promotion) focus. Furthermore, moderated mediation was observed; that is, the mediation effects of self-accountability on the relationship between (a) green knowledge and (b) innovativeness and attitude are stronger for prevention- (vs. promotion-) focused consumers. The findings provide an important insight into how credit card companies approaching ESG issues can enhance their consumers’ attitude toward green credit card services.

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The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

Baltaci,

Durmaz,

Baltaci

2024

Brain and Behavior

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IntroductionThis study investigates the determinants impacting consumer purchasing behavior.MethodsUtilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses.ResultsFindings indicate that green marketing initiatives and green brand awareness positively influence consumers’ purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process.ConclusionThis study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers’ purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers’ green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

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Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda

Cited by 169 publications

References 204 publications

Antecedent of green purchase behavior: Cases of Indonesia

Antecedent of green purchase behavior: Cases of Indonesia

What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach

The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention

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